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CRM for Nonprofits: It’s Strategy, NOT Software
February 19, 2013
Topics
• CRM Roots in Nonprofits – History
• Creating a CRM Framework
• In Practice - Making CRM Work Case Studies
• Discussion and Questions
CRM Roots in Nonprofits
CRM Roots in Nonprofits
Donor Management
CRM Roots in Nonprofits
Constituent Management
Creating a CRM Framework
1. Set the Destination2. Audit and Understand Current Engagement3. Map the Journey
*Source: Gartner – 4/14/10
In Practice: Alzheimer's Association
Mission: To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health
CRM Challenge:
With a diverse constituency, disparate data, and legacy technology - the challenge is in creating, maintaining, and facilitating an experience in alignment with the organization
Actions: Clearly defined constituent outcomes; quantitative assumption testing; data and technology strategy/steps supporting outcomes
Outcomes: The American Express Project; Subaru ; 360 Data Project; Multi-Channel/Multi –Constituent Engagement
In Practice: Chicago Symphony Orchestra
Mission: To present classical music through the Chicago Symphony Orchestra to Chicago, national and international audiences
CRM Challenge:
Foster loyalty and increased commitment in a new way
Actions: Create unexpected rewards – the “Surprise and Delight” program – which leverages CRM and person-to-person contact
Outcomes: Increased renewal rates, very happy patrons, special buzz in Orchestra Hall
In Practice: Make-A-Wish Illinois Chapter
Mission: Granting wishes to children with life-threatening medical conditions to enrich their lives with hope, strength and joy
CRM Challenge:
Recognizing that constituents have the capacity and affinity to play multiple roles within the organization
Actions: Identify current constituent groups and their engagement in order to create new segments groups and segment treatments
Outcomes: TBD – early outcomes have shown that groups such as traditional volunteers (high organizational affinity) are open to other engagements
Discussion & QuestionsContact Information
Angela Timashenka GeigerChief Strategy OfficerAlzheimer's Association – [email protected]
Phil KoesterVice President for Sales and MarketingChicago Symphony [email protected]
Richard GeigerPrincipalGeiger Consulting [email protected]
Heather Simpson Chief Development OfficerMake-A-Wish Illinois [email protected]
